Chapter 7 - Business Marketing

When an artist signs with a record label their should be an underlying trust in the relationship commitment. Atlantic Records has had some issues with Lupe Fiasco for reasons unknown. They were delaying the release of Lupe's third album "Lasers" until fans protested outside of the label, demanding the album. A similar situation occurred with the release of Lupe Fiasco's latest album, "Tetsuo & Youth", until the hacker group 'Anonymous' threatened to release confidential information and within 24 hours a release date was revealed.

Chapter 11 - Developing and Managing Products

Lupe Fiasco's mixtapes are an example of test marketing. The were marketed not as much as an album however it showed how many people were willing to download his music. This is what probably gave the record label the confidence in the artist to pay for marketing and distribution for Lupe's 5 albums.
Lupe Fiasco is in the decline stage of his career. He only sold about 15,000 copies of his last album Tetsuo and Youth, which is a dramatic decrease in his past 4 albums. People aren't talking about him as much, as he has drifted away from the mainstream. Now that he is finally off of Atlantic Records, it's rumored that he will be going independent. So only time would tell if he can get back to a growth stage where he draws in new fans.

Chapter 8 - Segmenting and Targeting Markets

I personally believe that rapper Lupe Fiasco was positioned to be an equal or greater success as Kanye West. Both being from Chicago, and both rappers had dominant debuts that were deemed "classic" by fans. (Lupe's album Food and Liquor, and Kanye's album The College Dropout). That positioning led to the downfall of Lupe's commercial success. He wasn't selling as well as Kanye, not nearly as many people gravitated towards him as well. This positioning led to the highest of expectations, and mainstream fans disappointment.

Chapter 15 - Marketing Communications

In order to sell, you must be able to communicate what it is you're trying to sell. In the music industry there is an accustomed process in which you do this, which also applies to Lupe Fiasco. First they announce the work they are going to be selling, whether that is a mixtape or an album. Lupe Fiasco announced his album first on Twitter using a mass communication method, in which the rapper can see his fans" feedback directly. How much they are anticipating a new album, if they want an album, how it compares to previous releases, etc. Then after self promoting by doing shows, Lupe has to do a series of radio interviews, usually close to the release date. These are forms of interpersonal communications where the artist becomes more of an entertainer, and a personality. 

Lupe Freestyle after interview on Sway in the Morning

Chapter 10 - Product Concepts

Lupe Fiasco's albums are specialty products which consumers may directly search for, but also made convenient. People are able to purchase his music and download it and less than a minute, from services like iTunes and Google Play. Being an artist and celebrity, Lupe Fiasco is basically his own brand. Every time he's in the public he is branding himself. Being signed to Atlantic Records, which is a brand in its own right serves sort of like Lupe's labeling. Like if a new candy were to come out people would be reluctant to buy it, however if Hershey were to put its label on it, it would draw in skeptics.

Chapter 17 - Personal Selling and Sales Management

Lupe Fiasco as a rap artist, he must keep his loyal fan base pleased. As a consumer of music, I know that I love seeing artist I invest my time and money into grow. As these artists grow, its almost as you grow along with them. So as an artists you have to make sure each body of work that you put out into the world it has to be at least as good as the prior work, if not better. Retaining loyal customers is the second step in the Common CRM Marketing Database Applications.

In this day and age personal selling is becoming the norm for music artists. They no longer need as much assistance with distribution, and publicity. Artists can now do all of that themselves, and I think we are in for a change and I look forward to what the future independent artists do with the culture. This includes my personal favorite rapper Lupe Fiasco, as his contract with Atlantic Records just ended with his Fifth Studio Album, "Tetsuo and Youth"

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